ART MEETS FOOTBALL

International Fine Art Collection launched to celebrate the 2010 FIFA World CupTM

Duelling giants; stylised lions; abstract fields of battle and legendary icons – these are just some of the images chosen by 160 of the world’s leading contemporary artists to celebrate the first-ever FIFA World CupTM to be held on African soil. Launched officially today in Cape Town, South Africa, with a special media preview exhibition, as part of the 2010 FIFA World CupTM Final Draw activities, the 2010 International Fine Art Collection is one of the most ambitious international art collaborations in history.

Speaking about the project, 2010 Fine Art General Manager Rob Spaull said: “Much as the FIFA World Cup™ brings together the finest football talents from around the world, the 2010 International Fine Art Collection includes some of the greatest artistic talents from each of the 32 countries that have qualified to play in the 2010 FIFA World CupTM. Inspired by the return of the world to Africa and by their own national pride in their football teams, each artist in the collection has created a work of art celebrating the passion of the beautiful game and the enthusiasm built up around their country’s participation in the first ever African FIFA World Cup™. In total, that’s 160 original paintings, five from each country.”

Each original work will be reproduced 210 times (linked to the year – 2010), signed by the artists, and offered for acquisition to discerning collectors and football fans from around the world.

FIFA, through the Global Brands Group (FIFA’s exclusive worldwide Master Licensee), has granted an international license for fine art and art collectibles relating to the 2010 FIFA World Cup South Africa™ to MMX Art (also trading as 2010 Fine Art). FIFA Marketing Director Thierry Weil said: “The FIFA World Cup, as a tournament, is always primarily about world-class football, but as an event it is always so much more as well. It fuses the energy of sport with the passion of cultures and peoples. We are therefore very excited that 2010 Fine Art has received such enthusiastic support from so many top international artists. FIFA is confident that the 2010 International Fine Art Collection will help to build international excitement about the 2010 FIFA World CupTM.”

Announcing plans to exhibit the full Collection in all 32 nations in the build-up to the 2010 FIFA World CupTM, Spaull added: “Although we are only previewing 21 of the 160 works this week during the FIFA Final Draw, we will soon be exhibiting the complete Collection in each of the 32 participating countries. Starting in mid-April 2010 there will be simultaneous exhibitions hosted by our selected partner galleries in major art cities of all the participating nations – and it is then that the public will be able to acquire these works.”

South Africa’s national Minister of Tourism, Marthinus van Schalkwyk, also added his support to the launch of the Collection saying: “One of the most important aspects of the 2010 Fine Art project is the scope and global reach of the venture. By bringing this first-ever African FIFA World CupTM to all 32 participating countries, through art, it is helping us to promote South Africa and Africa as tourism and cultural destinations of choice. The key to ensuring the best possible legacy of the tournament for South Africa is to use the event as a springboard to bring our country and our continent top-of-mind. There will be many millions of fans who would have loved to be in South Africa for the event – who will perhaps be unable to attend in person. Projects like this one help us to include them in the excitement of one of the world’s truly great sporting spectacles.”

More information about the 2010 International Fine Art Collection (including a complete list of all the participating artists) can be found at www.2010fineart.com